Say goodbye to happy (meal) report cards

by Roger Sinasohn (Subscribe to Roger Sinasohn's posts) Jan 20th 2008 8:03AM

Categories: Places To Go, Nutrition Health, Daycare & Education

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Remember the Florida school district that paid for the printing of their report cards by selling ad space on the envelopes to McDonald's? Apparently more parents came forward as being opposed to the deal and, with the help of The Campaign for a Commercial-Free Childhood, have convinced the McDonald's to stop putting the ads on the report card envelopes.

Susan Pagan, a parent in the district, said that her nine-year-old daughter came home with her report card, wanting a happy meal. Pagan noted that "our family does not eat at fast food chains," when she told her no. "And, now I'm the bad guy," she added.

Interestingly, McDonald's chose to pull the ads, rather than the school district. According to McDonald's spokesman Bill Whitman, "It was McDonald's decision to remove our trademarks from report card jackets in Seminole County, Florida, because we believe the focus should be on the importance of a good education. McDonald's, not the school district, will cover the cost to reprint the report card jackets."

As I said originally, I'm not sure whether or not I'm okay with this. I certainly wouldn't have any problem telling my kids no -- I do it all the time -- but I'm also not sure I like the idea of having to do it any more than I have to. I will say that I think McDonald's has behaved admirably in all this, stepping up to the plate to address parents' concerns. What do you think?

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Comments (16)

Reader Comments (Page 1 of 1)

Melissa 1-20-2008 @ 8:54AM

I'm with you, Roger. I think: The world is out there. It's up to me to set limits.

But, at the same time, it's easier when my kids aren't reminded of something I'm not going to let them have. I remember the time before my kid knew about French fries and I could take him to Chick-fil-A and order fruit and cole slaw. Then, my MIL gave him a french fry. . . grrr. . and life has been more difficult ever since. Why WOULDN'T I want to avoid that?

The thing is: Am I always going to want the easy way out? It's easier not to talk about sex and drugs, but that doesn't mean I shouldn't. Maybe this is more of a lesson in what it takes to be a parent.

Or maybe I'm overthinking something very simple. Eh.

Seminole Co Res 1-20-2008 @ 10:14AM

I live in the county mentioned. I would like to say that the reason the McDonald's logo was included on the report cards is because McDonald's paid for the report cards to be printed, this saved the county several thousands of dollars. Various fast food restaurants have participated over the years, I believe with Taco Bell contributing most recently before McDonald's. I agree that I do not like direct marketing to my child, and I agree that it's much easier to parent when I don't have to address a certain topic. However, in my opinion if my child were to ask to receive a happy meal four times a year for good grades, is it really such a big deal? I know many would say yes, but I just don't see the big deal with it! Every day, every week...yes of course that would be an issue. So the reason why the school board did nothing is because it was free money, money that could be used on something else, maybe some new books, new playground equipment, possibly to hire some new teachers!

LS 1-20-2008 @ 10:34AM

Well, Heaven Forbid a parent say "NO"!! Isn't that our job? To see the outside influences our children have to deal with and help them to navigate through them? If you don't tell them no when they're growing up, how are they going to be equipped to say it when they're faced with a problem and you're not there?

Seems to me that this could have been a good teaching tool, instead of yet one more area where parents whine and the school gives in. Teach a kid that sometimes the answer is no, and, miracle of miracles, the world continues to turn.

Or have the stinkin' Happy Meal. As Seminole said, it's four times a year. That's not going to hurt anyone!

Joy 1-20-2008 @ 12:46PM

Just like there are no TV commercials, no billboards and no other "advertising" out in the big bad world. Some people complain about everything. In order to teach some things, you have to encounter them. What in the world is wrong with a French fry Melissa? For heaven’s sake, it’s just a potato made a different way.

At least now I can sleep at night now knowing these parents won’t have to say “NO” to their kids. Jeeeeeesh…..I hate to think of what some kids are going to turn out like never encountering anything.

Melissa 1-20-2008 @ 1:48PM

Joy, I'm surprised you're jumping on me. I didn't want my 20-month-old eating french fries, so I didn't buy them for him. I asked my MIL not to give him one, and she did anyway. Now that he's had them, he's completely shunning the healthier alternatives I'm offering him. So that's what's wrong with a french fry for ME and MY CHILD.

I'm not suggesting french fries shouldn't exist, or that they can't advertise them. I would rather my child eat something healthier. We eat there at least once a week, and I'm trying to keep us eating fruit and salad, not fries.

I'm not criticizing that anyone would eat french fries or let their kids eat french fries. I'm also not one who would call and complain to a school district about it being on a report card. I agree that it's a teachable moment. I'm surprised you're calling me out by name because I said I didn't want him eating french fries, especially when you don't know our situation. It's just my opinion for my child, and I'm not judging anyone else. I haven't insulted anyone, just said what I want for my child. Why is that worth calling me out over?

Joy 1-20-2008 @ 2:02PM

Okay Melissa, I apologize. The way you made it sound was like “Oh my god, he had a French fry.” There are so many people who make it seem like they can shield their kids from things without teaching them about anything. Yes, that means sex and drugs too (sorry). We can’t bury out heads. Again, I’m sorry. I got a little heated.

Uly 1-20-2008 @ 2:28PM

Yes, but the school doesn't have to be the one promoting this stuff. Just like some people don't want the schools telling kids there is no God (actually - I don't want that either) just because that information is available in popular culture, I don't want schools selling things to kids. It gives the company an unfair advantage.

Uly 1-20-2008 @ 2:28PM

They'd be behaving even more admirably if they'd continued paying to print the report card covers, but without the logo.

As it stands, all they've done is act to make themselves look less bad.

SKL 1-20-2008 @ 2:28PM

"I don't want to parent my kids! Therefore they must grow up in a bubble!"

Fast forward 20 years and you have consumers who can't manage their money, their diet, their schedule, etc. "Not my problem any more!"

Everybody I know who went to McDonald's or ate French fries as kids turned out just fine. Mainly because their parents knew how to decide when the time was right to eat junk, and when it wasn't.

I think this is a shame - all I ever hear about school budgets is that they are so strapped, they can't even pay for the basics. I am sorry that a few irresponsible / selfish parents made a big enough stink to eliminate this funding. Especially since I bet most parents thought the funding was a good idea.

SKL 1-20-2008 @ 3:02PM

Melissa, I understand what you mean about family going against your wishes. I think that is a totally different thing than advertising, though. Because with advertising to kids, it's still the parent's choice exclusively whether to stop at McD and what to buy there. While with extended family, it's always a balance between being polite and taking charge.

Either way, it's still a teachable moment. My kids get dry Cheerios as "dessert" after their meals, and they think that is the coolest thing. Sometimes they try to skip their veggie/fruit to go straight to the Cheerios, but I don't allow it. I use it as a motivator - if you eat your __ first, you can have your Cheerios next. If not, no Cheerios! And I mean it. They are only 12 and 15 months old, but they totally get it. Don't be afraid to expose your kids to all kinds of foods; no matter what, you are still in charge of the bulk of their diet. An occasional treat is a good thing and need not derail your overall plans for your family.

SKL 1-20-2008 @ 3:04PM

Uly, "less bad"? They did nothing "bad."

Uly 1-20-2008 @ 7:14PM

Marketing your unhealthy product to children directly through authority figures? Hard to call that good - and whether it's good, bad, or neutral, once scandal gets out, it's going to *look* bad unless they save face.

SKL 1-20-2008 @ 3:10PM

Another point. I take my kids to a restaurant at least once a week. We go to all different restaurants, and many don't have much in the way of healthy or palatable kid choices. So I always feed the kids healthy stuff like fruits/vegetables/protein/milk first (at home), and then I can relax about what they eat at the restaurant. Since it's not an everyday thing, I am not worried about doubling up on calories for one evening.

SKL 1-20-2008 @ 8:17PM

Wow, now it's a "scandal." Gimme a break. (I deserve one today . . . .)

Joy 1-20-2008 @ 8:47PM

Your cracking me up SKL!!!! LOL!!!

Carolyn 1-21-2008 @ 12:18AM

I think this is good news. If I lived in that county I would have been one of the parents complaining. And no, I don't "complain about everything," just the things I think are important.

For me it's not the hassle of having to tell my kid "No, you can't have the happy meal." I'm not even particularly against a happy meal here and there. BUT it does seem a conflicting message. The "epidemic" of childhood obesity is in the news all the time. Where I live they've banned the sale of soft drinks and junk food in schools. So for schools to reward kids' academic performance with McDonalds doesn't really make sense to me.

I also take huge issue with selling advertising space on report cards, regardless of the company.

Carolyn